New label, different identity? Three experiments on the uniqueness of Latinx

ABSTRACT Groups use labels to define what communities stand for. Yet sometimes multiple labels refer to the same group (e.g., Hispanic, Latino). Do different labels generate distinct political opinions? Some work suggests that assorted labels evoke substantively similar views, since the attributes that define group members are highly correlated across categories. Other work, though, implies that varied labels can alter the configuration of group attributes in a way that elicits unique attitudes. We use these insights to evaluate Latinx: a new pan-ethnic label said to imply more gender-inclusive views. In three experiments, we randomly allocated Latino adults to report attributes that make them unique individuals (control) versus Latinx, Latino, or Hispanic. Assignment to the Latinx condition consistently increased participants’ support for pro-LGBTQ policies, an effect that was most precisely estimated in a meta-analysis of all three experiments. These results suggest that Latinx yields meaningful shifts in gender-inclusive opinions, consistent with claims about this label’s nature. We discuss our results’ implications for ongoing debates about Latinos’ self-designations.